John Varvatos stays on message

News flash: John Varvatos likes rock ’n’ roll. Okay, maybe not such a news flash—the guy took over CBGB, hosts his own Detroit-themed radio show, shoots his clothes on rockers, and puts on concerts in his store. But just in case all that didn’t get the point across, his new fragrance is Rock Volume One, a limited-edition scent inspired by his oft-invoked passion. The packaging skews heavy metal (bolt cap, metal casing, guitar crest); the smell, somewhat softer than that—hints of rose, coffee, coriander, and figs give it a spicy, almost whiskeylike musk. (There’s a scent of black leather in the background, too—you can take the boy out of the arena, but…) All in all, it’s not the smell we usually associate with heavy metal—and yes, that’s a good thing.

Since 1957, GQ has inspired men to look sharper and live smarter with its unparalleled coverage of style, culture, and beyond. From award-winning writing and photography to binge-ready videos to electric live events, GQ meets millions of modern men where they live, creating the moments that create conversations.